Challenges
Improving Catalog Management – Tent and Table has multiple unique brands (Pogo Bounce House, Party Tents Direct, Moose Supply, as well as Tent and Table). Their listings were not properly associated with the right brand name. Their parentages were not in line. Their catalog is very broad but they were not giving each specific category the attention it needed to grow.
Conversion Rate – The brand had a good conversion rate, however their traffic was low and they were not getting as many impressions as they could with such a broad catalog.
Creative Assets – The creative assets were not retail ready for Amazon. Their images were low resolution, they did not have any A+ content, they did not have any creative assets that explained their products, how to use them, and how they were used.
Advertisement – Campaigns were not optimal to grow market share and defensive efforts were not being taken. Their spend was very low and while ACOS was low, they were missing a lot of markets with such a vast catalog.
Our approach
In order to define our strategy, we started by analyzing our target market and its size.
We then followed a plan integrated with the following elements:
Catalog Management
- Creation of correct parentages to boost sales on the products that needed to increase sales
- Listing creation and optimization from A-Z, with new products as the catalog is growing.
- Adding new variations and creating new listings that they offer and are not on Amazon.
- Heavy focus on FBA catalog development by helping to convert listing from MF to FBA.
Marketing & Design
- We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs.
- Focused our proprietary process on SE to improve ranking, indexing and traffic.
- Used our SEO phases in combination with copywriting and creative to help boost sales and conversion through a clear branded message.
Advertisement
- We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
- We continuously create value through posts so customers looking for solutions know our products.
- • Spending on PPC strategically (maximize investment since the shoes space is crowded).
- PPC campaigns updates prior to the change in seasons and consumer behavior.
Account Health
- Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes).
- Auditing sell-through rates and processing removal orders to Tent and Table’s warehouse as needed.
The impact
- New SEO, titles, bullet points, description. New infographics and A+ content.
- Increased conversion rate by a 50-100%
- Increased monthly revenue by over 100% compared to last year.
- Increased revenue YoY in February by 150%
- June sales this year are at $2,175,563 compared to last year where they were at $812,086.
